Chance the Rapper, a Chicago native, is a strong supporter and more importantly sporter of White Sox gear. His staple is the black hat with the slanted “Sox” across the front, but with in his new appointed position he has brought some ideas to the table regarding the teams hat game. He has incorporated his group “The Social Experiment” into the design by using a similar rope lined border around the “SOX” giving the team a new fresh look. Chance was just named brand ambassador for team and his first couple orders of business have included the assisting in the design of the New Era caps the club just released as well as narrating a video.
This role is similar to Drake’s with the Toronto Raptors, at this point not at the same level, but it could progress to this point. It should be interesting to see how this plays out for the organization, especially being a second rate team in the city of Chicago. The Cubs clearly have the strong hold on the city, but this move may prove to be wise for the White Sox as it will put them in the forefront of pop culture.
What does this decision by the White Sox organization and Raptors prior decision mean for sports?
The collision of pop culture, specifically music and rap culture, and professional sports has just been taken to another level by these moves. At first you had Spike Lee just sitting courtside cheering on his Knicks, but now these celebrities are becoming part of the team in a sense. This has me extremely conflicted as a fan. I love to see two of my favorite things, music and sports come together as one, but at the same time it detracts from the game because it is becoming too commercialized. As a whole though this move seems natural because the direction that sports has been moving thus far. I am interested to see where this idea of pop culture and sports becoming one, changes the sports world as we know it.